General Background
Hong Kong is well known as a shopping and eating paradise throughout the world and this impression has been settled in the minds of local people and foreign visitors. With its strategic location and special culture, tourists are expected to shop and enjoy the food. A lot of people visit Hong Kong annually for their vacations.
Trends
Frozen yogurt is becoming very popular these days with rising health consciousness. People does not want to eat junk ice creams rather they want fresh and healthy ones. This provides a great opportunity for us since consumers would prefer purchasing freshly-made alternatives.
Competitive Landscape
Nestle Hong Kong Ltd has already continued to lead sales in Hong Kong for many years. This company offers products in a multitude of categories which are well-known among the general public. Besides Nestle Hong Kong Ltd, there are many other kinds of dessert stores and ice cream stores in Hong Kong. They are not able to launch marketing campaigns and product innovations, but they also contain their special advantages, such as store style, special menu and secret formula.
Prospects
Demand for ice cream will continue to be stronger over the period because of two major reasons. The first one is the weather condition in Hong Kong which is a city that consumers purchase ice creams all over the seasons. Sometimes in winter, it is a great period for sales promotions. For example, during the winter of 2009, food service players including Haagen-Dazs offered an all-you-can-eat promotion. Launching new and special flavors can be also great idea during the winter months to draw attention of consumers. The second one is the appetite of people in Hong Kong. Hong Kong people like sweet products much better than other snacks. Because of these two reasons, we expect that our business has a lot of potentials.
Economical Condition
The economic recovery helps most categories in food service departments gain huge growth over the previous years. Besides local consumers, tourists from all over the world will also carry great optimism towards the economy. Hong Kong is one of the largest tourism cities in the world, and eating is one of the most important components for every individual tourist’s plan.
Main Target
Our main targets will be people who are at shopping centers. Since there is a no specific age range who loves healthy ice creams, we are expecting all the people at shopping center can be our potential customers. We don’t think that people just come to shopping centers to eat our ice creams. Rather, those who are at shopping centers will find ice cream stores to eat. Therefore, we are going to focus on getting attention from people who are at shopping center.
Competitive Advantage
There are many ice cream stores, and there are a lot of ice creams we can buy at supermarkets. We are going to target customers who concern about their health and food they eat. Since our ice creams are all natural and nonfat, our item will get a lot of attention from the customers. Also, customers will only pay the amount of ice creams and fresh toppings as they want. Therefore, customers who want small or large portion of ice creams will love our stores. Also, we will provide customers enough sitting spaces to take a rest after their busy shopping.
Promotion
Since we are going to start as a small business, we do not have strong economic background to support expensive promotion programs such as TV advertising. However, we will post some advertisements in some magazines especially in fashion magazines. This is because potential customers are shoppers who are more likely to read fashion magazines. We will also design our own website with different coupons to advertise our store and encourage sales. We will put our brochures, which have discount specials for example, at shopping centers so that shoppers can take a look and come to our store. In addition, we are going to launch our customer retention program to make long-term and loyal consumer relationship with our customers.
Slogan
“Not all ice cream are made equally” “You deserve a better dessert treat”
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